Why Does Content Marketing Work?

Written on
July 3, 2020
by
Caitlin Schubert
in
Content Marketing
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You have probably heard that you need a content marketing strategy for your SaaS business, but you might not be sure why or what benefits it can provide. With a concrete content marketing plan, you can attract new clients, build authority, and increase organic traffic. This can be especially true when you are in an industry where you need to educate your clients to increase sales.

Here are some reasons why content marketing works for your business in a multitude of ways.

What is content marketing?

Content marketing is the act of using a blog, external publications, and other forms of media to educate your potential clients about the services your business offers. It helps provide your customers with information about your industry and your product while building interest and authority around your product offering.

While content marketing can include video, photography, social media, ebooks and other mediums, blogging is the most common form. Along with providing information to customers, it also gives you a chance to grow from an SEO perspective by directing traffic to your website in a highly targeted manner. By combining these two strategies, you attract buyers who are at the perfect spot in their journey and give them what they need to make an informed purchase.

Why does content marketing work?

There are many reasons you might need to consider implementing content marketing into your current business plan. While advertising can build recognition for your brand, it doesn't necessarily offer the same benefits that content marketing can. Here are some of the positives of having a content marketing strategy in place for your company.

Content engages with customers

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When you create quality content, you are developing a relationship between you and your customer. You're offering them essential information about your industry, which in turn encourages them to respond. Not only does it help to introduce your values and expertise to those who might not know about your business, but it also encourages your repeat customers to engage with your site often. It helps you form a community around your product or service and inspires loyalty among customers in a way that other forms of marketing can't.

Content provides assets to share

Content should be shared, and if you have created it with this in mind, you're likely to gain additional customers. By providing valuable content, you are encouraging your current and potential customers to share it with others interested in what you are trying to sell. It's incredibly essential to create content that answers any questions buyers might have when learning about your industry.

Content also drives more traffic to your website, which provides more visibility of your brand and your product. Best of all, this form of marketing is entirely free--all you have to do is make sure to create content that offers value. Additional traffic also provides more opportunities for you to potentially make a sale.

Content improves your organic SEO

While you likely have an external SEO strategy that includes outreach and backlinking, your internal SEO strategy can be just as important (if not more so) toward gaining new customers. By publishing posts related to your industry, you are encouraging Google to see your site as a resource for those looking to know more. When you have correctly optimized your posts, you increase the chances of ranking for important, relevant keywords that your potential customers are searching for.

One way to do this is by creating comprehensive resource guides that rank for several terms your customers might be looking for through a Google search. These are also often highly-shareable pieces of content, meaning that you are likely to get more than one benefit from offering them on your website.

Content drives target customers to your site

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Take time to think about your strategy and where your customer is in their buyer's journey. By doing this, you can drive them straight to your site. You'll want to brainstorm which questions your customers are likely to have when purchasing your product and find out how you can incorporate the answers into your blog posts or other forms of content.

Develop a strategy that meets your customer exactly where they are in the process of purchasing a new product. Don't be afraid to offer plenty of information so that they feel confident in the decision made after reading your blog posts or watching your videos.

Content boosts brand awareness

While you can find several ways to reach customers through awareness, content marketing is the best way to do so. When your content is shared or ranks in Google for valuable keywords, it allows you to be found in new ways. This is why providing content in many forms, such as blog posts, guest posts, and podcasts, can be beneficial. Putting yourself out there is the best way for others to gain awareness about your brand and the products or services you offer.

Content establishes you as an authority

The more you talk about your industry, the more likely potential clients will associate your brand as a leader in that space. Customers will purchase products from those they deem are experts, which is why you want to position your brand as a thought leader in your industry. You can only do this by anticipating questions and sharing what you have learned.

Conclusion

Content marketing is one of the most effective ways to reach new customers and build relationships. Almost every company should consider creating a marketing strategy that provides valuable information to target their ideal customer and build brand awareness and authority overall.

If you would like help developing a content marketing strategy that reaches your target audience and drives traffic, please reach out to us to schedule a discovery call.

Simply effective marketing.